5 Minute Analysis of Facebook Groups

A  client sent me an email about how to get exposure using Facebook.

This particular cause is non-profit, so Facebook PPC was out of the question, which got me thinking about what makes a Facebook group spread.

I’ve been pushed for time recently so I took less than 5 minutes to see if I could find some common themes in the popular “main stream” memes.

Here’s the super quick analysis of what seems to make a group spread (names, markets/causes have been removed to protect the guilty):

Hi XXX,

The cheapest and easiest way to do it is create a Facebook group.

Give the group a name that has a strong emotional benefit. EG: “Support XXX’s Innocent Victims” or “Support The XXX Casualties” — Think The Sun newspaper headlines.

Facebook group tend to spread better with these elements:

• Strong emotive “storyline” including…
• Implied or explicit victims. Or group/individual who needs help.
• A common enemy to blame. (“Us vs Them”)
• Solution must involve spreading the message while affecting the members social status in a positive way. (Think significance & contribution as primary drivers.)

I may be a cynic, but some very viral Facebook groups seem like a combination of a Tabloid call to arms/witch hunt and a chain letter. Not saying this is good or bad, but it appears to work!

Cheers,

George

This is, of course, mostly speculation on my part.

I haven’t created a Facebook group with the specific intention of simply getting members through whatever means necessary. This means I could be completely wrong (certainly wouldn’t be the first time).

So what do you think? What’s your experience of viral Facebook groups? Is my cynicism justified?

Would love to get your thoughts.

Until next time…

George.